Why Does Traditional Advertising Agencies Fails Going Digital.

In: Business and Management

Submitted By percivaldosousa
Words 423
Pages 2
It is not about digital capabilities that you can develop by hiring digital people, making training or buying tools. In reality, traditional advertising agencies are failing for not changing the way they work and for not nurturing a culture of continuous innovation.

If you work in this industry you are probably asking yourself "but we are in the business of creativity and we create everyday". So let me put it in a different perspective: AD Agencies are struggling because the way they were used to work is not enough to deliver a digital work that makes the difference. It means: relevant, disruptive, well done and profitable. They are trying hard hiring digital people, buying digital agencies, doing joint ventures, but none of this is really working while they don't change the way they manage their own business. From the way they think about communication and customers to their employees and clients, but most important, how does it all reflects in their way they working. Old management practices are not helping in this transition to digital.

In-line and on Silos
AD Agencies work from the last 50 years were mainly the art of thinking about a great creative message to interrupt people’s life. There were people creating the message, people buying media space, people talking to clients, etc. That’s why they created the departments: media is responsible for finding a place to interrupt people’s life, creative where trying to make is smooth by a communication that people will enjoy . Silos that were working perfectly, such as a machine, for many years.

Digital agencies, in the other hand, were forced to born and work in an environment that is, by nature, dynamic. Everyday, we are doing something new for the first time. That's true. Think about the number of changes in format, code, placement, bidding, buying, motion, language, etc that happened on the digital media…...

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